Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 35, Issue 7, Pages 958-972Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2018.1468851
Keywords
Celebrity endorsement; social media influencers; match-up hypothesis; self-congruity; generation Y
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The prevalence of online social networks has given rise to the emergence of social media influencers (SMIs), so-called Internet celebrities. Celebrity endorsement, which can be an effective marketing strategy, is also popular in the tourism field. This study uses self-congruity theory, which originally refers to the congruence between consumers and brands or products, to the congruence between endorsers and potential tourists to evaluate endorsement effectiveness. Results indicate that SMI endorser-consumer congruence positively contributes to visit intentions toward the endorsed destinations as does endorser-destination congruence. Tourism marketers are advised to use SMIs when the destination images and target markets align.
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